Despite Moves by Facebook, YouTube Still Rules Streaming in Australia
Google property had more than 4 times the streams in December
Video streamers in Australia remain loyal to YouTube. According to recent research from Nielsen and Interactive Advertising Bureau Australia (IAB Australia), YouTube recorded 10.0 million unique viewers in December 2016, significantly more than the 6.4 million seen by second-place Facebook. Music-focused platform Vevo ranked third, with less than half the viewers that Facebook had for the month.
The gap between YouTube and Facebook was even more dramatic when measured by total streams for each platform. YouTube recorded 2.42 billion streams in December, more than four times the 580.8 million streams delivered on Facebook. Users are clearly watching a higher number of videos on YouTube, a behavior that translates to more ads being served overall and more revenues for the platform.
Nielsen/IAB Australia also found that men were more avid consumers of streaming video than women were. According to the research, nearly 7.0 million men streamed videos in Australia in December, compared with roughly 6.5 million women who did so. The number of total streams watched by men surpassed 2.3 million, significantly greater than the 1.6 million figure for women.
Men also spent more time watching streaming video than women did. The research showed that men spent an average of nearly 13 hours during the month watching such online content, outpacing women by about 40 minutes.
eMarketer estimates there will be 13.7 million digital video viewers in Australia by the end of this year. By 2020, that figure will climb to 14.3 million.